TV's Adult C3 Ratings Narrow Losses, While Kids TV Sees Uptick

National commercial TV ratings slightly narrowed their losses in the fourth quarter of 2015 versus earlier in the year, with kids TV commercial ratings showing a surprising uptick.

Bernstein Research says average commercial ratings plus three days of time shifting (C3) sank 6% during the period was better than the 8% decline in the third quarter.

These results came from Nielsen prime-time adults 18-49 viewers; and total day kids 2-11 viewers.

Kids TV viewing climbed 2% in the period, although the increase was not uniform across all cable kids channels, with three of Nickelodeon’s networks witnessed a 15% gain the fourth quarter. Non-Nick kids networks sank 15% during the period.

Why the overall rise for kids TV?

Todd Juenger of Bernstein Research says: “Kids tend not to fast-forward commercials (at least not as much as adults do), so the increase in time-shifted viewing results in a larger increase in C3 for kids than for adults." (C3 only counts commercial audiences, and only if they do not fast-forward the ads.).



Taking out kids TV viewing, TV commercial ratings declined 7% in the fourth quarter compared to a 9% drop in the fourth quarter 2014.

Juenger says the slight improvement in adults TV commercial ratings came from higher viewership of presidential election primary debates; Major League Baseball playoffs/World Series; and Fox’s added “Empire” ratings in the last quarter of 2015.

Bernstein Research also says Nielsen’s Homes Using Television/People Using Television data was similarly down about 6% to that of C3’s decline during the period.

1 comment about "TV's Adult C3 Ratings Narrow Losses, While Kids TV Sees Uptick".
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  1. Ed Papazian from Media Dynamics Inc, January 28, 2016 at 4:23 p.m.

    Wayne, if we keep citing Nielsen data for selected dayparts and demos and labeling the reseults as representing all TV aren't we being a tad misleading? Why not show the Nielsen findings for the total day and, if we wish, for prime, for all persons aged 2+ as well as various demos, uncluding the older segment, not just kids and 18-49s? That way the reader gets a complete picture, not a slanted one, even if the latter generates a more sensational headline. The data is readily available online and I'm sure your source has it. Make them work a bit harder and get a better story.

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